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Email Marketing 101

What is email marketing?

In its broadest sense, email marketing refers to any email sent from a company to a customer or potential customer. The email is usually targeted at a specific audience or group of customers with the goal of boosting conversions and revenue by providing valuable information.

Benefits of email marketing?

Email marketing is one of the cheapest sources of marketing that still delivers a large number of significant benefits. When used correctly, email marketing can help drive traffic to your website, increase leads, enable you to collect feedback and surveys, and ultimately improve sales. Email marketing also allows you to communicate with your audience, segment your audience so you reach the right people at the right time whilst also allowing you to schedule campaigns so they are sent at the most optimum time.

Email marketing best practices.

When it comes to email marketing there are some do’s and don’ts that you can implement to help generate more leads and better results. You should never purchase email contact lists, these recipients are unlikely to be interested in what you send and will result in lower open rates and your email is more likely to end up in junk folders which will hurt your reach in the future.

Where possible, you should personalise the email, include an email signature, avoid using ‘no-reply’ in the sender’s email address and clear, optimised subject lines and preview text.

It is also wise to regularly clean your mailing list as this will help limit the number of emails that end up in junk or spam.

Types of email marketing.

There are many different types of email marketing that all serve different purposes. When determining your email marketing strategy, you will need to establish what your goals are and this will help guide what style of email marketing will help you achieve them. Some of the most common types of email marketing includes:

  • Welcome emails
  • Newsletters
  • New content announcement● Product updates
  • Confirmation emails
  • Lead nurturing emails
  • Event invitations

And so many more

Where to start with email marketing?

Before you start an email marketing campaign, you will need to create a strategy outlining what your goals are, how you are going to measure the performance of your campaign and who you are targeting.

Below is an outline of the steps you will need to take when setting up an email marketing campaign.

  • Establish the goal(s) of your campaign – are you trying to turn leads into customers, are you targeting existing customers and trying to encourage repeat orders, are you trying to educate your audience? These goals will determine the style of email campaign you will create.
  • Define your target audience – who are you sending the email campaign to? Is it your whole email list, or does it need to be segmented to only new leads or existing customers or customers who have purchased a specific product etc.
  • Determine the best style of campaign (e.g. cart abandonment, newsletters) – this will be influenced by the goal of your campaign and your target audience.
  • Design and personalise the email – if your mailing list includes people names, these should be included in the email (e.g. Hello ‘Jennifer’) this makes it much more personal and increases the chance of a positive result. Emails can also be personalised by their messages e.g. Hi Jennifer, you recently purchased our dinner set and wanted to tell you about the matching mugs… This helps relate the content of the email to the end user.
  • A/B test your email – An A/B test measures engagement for different versions of the same email with a sample of your recipients. After creating your marketing email, you’ll create a version B to test how a single variation impacts email opens or clicks. Depending on how each version of your email performs over a period of time, the tool can pick a winning version to send to the rest of your recipients list.
  • Create follow-ups – follow up emails can be sent to help generate business, make a sale or to clarify or learn something.
  • Track the success of your campaign – track your open rates and click through rates to track the success of your campaign and to optimise future campaigns.
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